Description of Ambient execution
Every year, thousands of volunteers walk the streets of Mexico with their collection boxes to support the Red Cross' annual fundraising drive.
But lately, large corporate donors have eclipsed the donating culture of Mexicans making people feel that their contribution is insignificant. This, and the deep economic 2009 crisis, were threatening to affect the success of this year’s fundraising drive.
We had to highlight the importance of every single donation to help keep the Red Cross in action. To bring awareness on the power of one coin to keep the institution going, we came up with a way of showing people that every coin counts. We built coin-operated kiddie rides featuring Red Cross vehicles so that kids could play hero while their parents used them as collection boxes. The machines were placed at public places like parks, stores and malls across the nation.
The importance of every single donation was now easy to see and feel. And it was also fun. Response to the campaign was overwhelming. People formed lines to get their kids to ride and the experience generated important word-of-mouth.
We also used varied media to make sure the message "Your help can keep us going" was heard across the nation.